JCPenney Launches 2007 Back-to-School Campaign

Company Builds Emotional Connection with Kids and Teens Through New Integrated Marketing Campaign


J. C. Penney Company, Inc. (NYSE: JCP) today launched its new integrated marketing campaign aimed at empowering youth to explore, discover and experiment with JCPenney's array of fashion options, encouraging kids and teens to "mix it up" and create a look that they can own. From movie trailers to online webisodes and even mobile phone marketing, JCPenney's use of non-traditional and interactive media outreach for this year's Back-to-School campaign aims to reach kids and teens on a deeper level than ever before.

"As the number one department store destination for teens and number one children's apparel retailer in the mall, we have devoted enormous attention to building on our leadership position in the Back-to-School season," said Ken Hicks, president and chief merchandising officer for JCPenney. "We know kids and teens love mixing things up, experimenting, and being the first to try new things. Through unique and engaging marketing environments, we'll show our younger customers that JCPenney can provide the encouragement and inspiration they seek, while reinforcing that we have the style and quality they want - all at a smart price."

"Today's the day to mix it up" Integrated Marketing Campaign

This year's Back-to-School integrated marketing campaign incorporates print, broadcast, mobile, guerrilla and online components, along with digital marketing channels, promotions and key sponsorships. Created with Saatchi & Saatchi New York, it aims to bring an authenticity that will allow JCPenney to form a deeper, more emotionally driven relationship with its younger customers.

"While traditional marketing remains an important part of our approach, we are focused on incorporating new components into this year's Back-to-School campaign that will truly reach youth in an authentic way," said Mike Boylson, chief marketing officer for JCPenney. "Using this unique approach, we're able to break through the marketing clutter and sameness to attract kids and teens - whether it's at the movies, in the mall, on the phone or on the Web."

-- Webisodes:

Hosted by Chip and Pepper Foster (the twin designers are launching their new denim and sportswear line for Juniors and Young Men's, C7P...A Chip and Pepper Production, exclusively at JCPenney this Back-to-School season) and cast by JCPenney, the Flipped reality series explores the concept of image in high school society by featuring four teens (two boys and two girls) from one high school who are "flipped" into an opposite clique from their own. The simplicity of this equation - new clothes + new friends = new world - serves as the crux of the show in defining its overall tone and style, making for an entertaining mix of light drama, conflict, humor and fun. With Chip and Pepper Foster providing fashion and life advice, the webisodes follow each individual through a makeover and introduction to new friends and life in school, while capturing all the challenges, emotions and lessons learned. Eight webisodes of Flipped will appear on JCPenney's Back-to-School sitelet, and a trailer for the reality series will preview in movie theaters in select cities including New York and Los Angeles.

-- Online components:

JCPenney's Back-to-School sitelet,, will house and support all elements of the Company's Back-to-School campaign, and will include fashion tips, style ideas and inspiration along with the opportunity to shop for this year's Back-to-School fashions. The sitelet provides kids and teens a place to connect, create their own content and explore JCPenney's unique fashion offerings. Additionally, students can find JCPenney's "Rock Your Dorm" Campus Shop on, which features a wide assortment of bed and bath furnishings, room decor and accessories along with "Campus Solutions," an online guide featuring tips, checklists and more. Students can also register for items via JCPenney's online dorm gift registry, perfect for graduation gifts from friends and family.

-- Television Commercials:

JCPenney's Back-to-School television ads, premiering July 16, include "Doodle Heart," a 30-second spot that follows a young girl who finally finds the courage to reveal her true feelings to her secret crush, as well as a campy 30-second spot, "Zombies," which features "outfits" stalking the halls of a school with a mission to make over students' drab styles. In addition to airing on top network and cable television programming aimed at kids and teens, JCPenney's advertising campaign includes an extended 60-second version of "Zombies" airing during previews for PG and PG-13 movies in movie theaters across the country. Those visiting the movie theater can opt to receive JCPenney Back-to-School content on their mobile phones, providing an opportunity to receive free movie tickets, ringtones, digital wallpaper and more.

-- Key sponsorships:

Popular, youth-targeted award shows will also be part of JCPenney's Back-to-School campaign, with the new advertising featured as part of the Company's exclusive retail sponsorships with the largest Hispanic music awards show in the U.S - Premio Juventud - airing live on Univision on Thursday, July 19 at 8 p.m. ET; and the 2007 Teen Choice Awards, airing live on FOX on Sunday, Aug. 23 at 8 p.m. ET.

-- In-store promotion:

Through the "Mix It Up Challenge" - an in-store promotion - JCPenney will offer two teens a chance to win an exclusive role as an official trophy presenter in the 2007 Teen Choice Awards. Teens are encouraged to visit a JCPenney store, combine JCPenney's array of looks, styles and brands to create an original Back-to-School outfit, try the outfit on, and then digitally upload a photo to for voting and to share with friends. An eight-page print ad running in the August issues of Seventeen, Cosmo Girl and Teen Vogue will be tagged with a call to action to enter the "Mix it Up Challenge."

About JCPenney

JCPenney is one of America's leading retailers, operating 1,040 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet,, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2006 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's 155,000 associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

Source: J. C. Penney Company, Inc.